Cover Story: Finding 'Definitive Insights'
As mentioned, digital marketing's focus is on conversions, and that's primarily what the Test Lab examines. The lab runs A/B tests on any part of SAP's digital presence to determine how to optimize that page for conversions.
"Simply put—testing improves results exponentially," says Becher. "For example, most people think that design and layout is a matter of talent and taste," but SAP has found A/B testing design and layout choices can increase conversion by as much as 97 percent. Doing the same with content and offers has led to as much as 780 percent lift. In either case, Becher says, "We've moved away from instinct and now depend on quantifiable insights—the impact is tremendous."
"I had to have somebody who it's not 10 percent of their job, it is their job," in order to make the most of Test&Target, says Burns. A little more than a year ago, "we recruited some new talent into SAP who were doing this real whiz-bang agency-side [work] leading test labs for other companies ... so that second leg of that stool was bolted into place."
While Sapirstein is the main person inside the company, Samardzija and KBM Group helped Burns conceive the Test Lab and sell it to internal stakeholders, and they continue to support the lab with statistics and analytical muscle.
"KBM Group's first project around Test Lab was really a change management piece where we did this road map and executive interviews and stakeholder interviews," says Samardzija. "Working with Shawn's team, we gained buy-in from the broader SAP organization. ... There's so many different entities that are all working together that it was critical for us to get the buy-in for the vision that Shawn and his team had."
That kind of buy-in and executive support was key to not only getting the program off the ground, but putting it in position to succeed.